To some B2B startups, creative is a nice-to-have. To others, creative is what separates them from the competition.

But how do you turn creative into your competitive advantage?

Who better to answer this question than Melissa Rosenthal, former Chief Creative Office of ClickUp, and current Co-Founder of OutLever.

Melissa shares her experiences in infusing creativity into the strategic picture at ClickUp and how it became a priority for the company. Melissa also talks about her approach to building the brand at Insight Timer (where she was CMO at the time of recording), focusing on the community and the real stories of the users.

Key takeaways:

• The need for marketing to extend beyond the marketing department and be a partner to every department in the company.

• The most effective combination for success is someone who understands the product and can think creatively with it. It's important to keep creative in-house and not outsource it.

• Taking bold risks and being willing to fail is part of the winning formula. Building a strong brand should start early on, not just when the company is more established.

• The marketing world often gets campaigns wrong and should focus on an always-on approach to brand building.

• Leveraging AI and technology can enhance creativity and make the process more efficient.

Chapters

00:00 Introduction and Background

03:31 The Power of Creativity and Storytelling in Brand Building

07:56 Infusing Creativity into the Strategic Picture

11:32 Building a Brand Around the Community and Real Stories

18:07 Marketing as a Partner to Every Department

24:45 Supporting Other Goals Through Marketing

26:53 The Power of Product Understanding and Creative Thinking

27:48 The Importance of Keeping Creative In-House

28:53 Taking Bold Risks and Embracing Failure

30:32 Building a Strong Brand from the Start

37:16 The Shift from Campaigns to an Always-On Approach

48:46 Enhancing Creativity with AI and Technology